Advertising effectiveness vs. efficiency: what is important?

Brands prioritising short-term wins over long-term brand-building could end up falling short of the competition

Brands struggle to make ‘woke’ marketing work

billboard with Colin Kaepernick on it

Reaching out to a new generation of consumers that grew up skipping ads on YouTube is an ongoing challenge for brands. But how do companies show they are alert to political and social injustice in an authentic way? More importantly, should they even try?

What does the future influencer look like?

Influencer marketing is a huge industry and is almost synonymous with the platforms it appears on. However, given its rapid growth and a recent marked change in consumer attitudes to social media, how will influencer marketing evolve? Here are four possible scenarios

Are Google and Facebook killing advertising?

phones with Google and Facebook on screen

Internet behemoths Facebook and Google collectively dominate the online ad market, so what chance do smaller businesses have in competing?

Should you choose an independent media agency?

man writing on chalk wall while watched by rest of media agency

Recent success stories from smaller independents show competition has ramped up for the ad giants, but both sides are facing disruption in an evolving market

Collaboration between CMOs and CFOs is crucial

No longer the marketing boss’s long-term nemesis, the financial chief is forming an alliance to benefit business

Google Glass lessons: look past XR hype

The significant potential of reality technologies should not be lost in past hype and disappointment

How to apply data science to marketing and sales

In a time when data is everything, can sales and marketing afford to ignore data analytics?